In this paper, we propose a method of idea generation (ideation) that starts from one's desire and finds the possibilities to create value for our society. The desire, what he/she is to be or what he/she wants to do, becomes the driving force when taking entrepreneurial actions, so the keyword "desire" is often seen in entrepreneurship education. On the other hand, creating new value for our society is very important as an output of entrepreneurial actions, so the keyword "value creation" is often seen in entrepreneurship education. However, as our experience, students commented that it is very difficult to come up with ideas to create new value for our society from their desires. In other words, there were many opinions that there is a big gap between one's desire and the value that our society requires, and it is very difficult to think of a way to fill that gap. Therefore, in our previous research, we used generative AI to conduct ideation to find pathways to fill that gap. The AI used in the study presented multiple related keywords in response to the user's desire, and the user was asked to combine the presented keywords to come up with ideas that would contribute to our society. In other words, it was a desire-driven ideation method to come up with ideas leading social contribution from one's desire, with the AI displaying keywords and the user repeatedly considering them. Fourteen undergraduates experienced the desire-driven ideation method. As background knowledge for these students, all of them had experience thinking about solutions based on social issues through a Design Thinking course. Therefore, they compared the desire-driven ideation method with the issue-driven ideation method, and were asked to answer questions about the good and bad points of them. As a result, desire-driven ideation method did not obtain good feelings so much and some of the students answered that they were not confident that the ideas they came up with through the desire-driven ideation method could really create the value that society needs. Therefore, in this study, we propose a method of compiling ideas by improving the process of keyword idea generation, focusing on value propositions, and having the AI provide candidates for specific customers, issues, and possible ways to solve these issues.

In the proposed desire-driven ideation method, the first step is to explore oneself based on one's own individuality. "Being yourself" is one's individuality, nurtured by the interaction between the environment and the self-desire. In other words, taking time to face their inner self while thinking about what he/she felt at the time and why he/she felt that way while looking back on events that had a big impact on him/her in the past. Using that "being yourself" as a starting point, think about how he/she wants to be in their future career, and make a declaration as his/her life mission. Based on that declaration, think about what kind of value propositions are possible while interacting with the proposed AI system. In other words, it is an ideation method to find new value for our society from one's desire. In this paper, we introduce the results of the student feedback obtained through this desire-driven ideation method, and discuss ways to further improve the desire-driven ideation method based on the results.

Keywords: Idea generation, Entrepreneurship education, Generative AI.